Using Deep Culturalization for Global Success

Track: Global Business | GB4 |
Wednesday, November 2, 2022, 4:15pm – 5:00pm
Held in: Carmel
Taki Kurisawa - Crestec USA 
Rain Lau - Workday 
Jun Shim - Adobe 
Akira Takabayashi - Crestec
Moderator: Iti Sahai

Culturalization could have many meanings depending on the need of the business. It could be a consideration of when we do localization — what is culturally appropriate vs what could be offensive? Also, how can we touch the audience’s heart? Touching the audiences’ heart is the most crucial for the success of marketing and entertainment like video games, television, and movies. However it could also be  creating products, services, and content that are geared toward local audiences. Culturalization is then making the product experience and user journey as native as possible for the user. Alternatively, it addresses the emotional challenges of local customers. Deep culturalization etches brand impressions deep inside local customers’ minds. In this session, we will explore the concept of deep culturalization from the unique views of our panelists.